Survey Results Reveal Social Media and Blogs Have Less of an Impact on the B2B Buyer Journey than Marketers Assume
Boston, MA (PRWEB) April 09, 2015 -- Huff Industrial Marketing, a B2B marketing consultancy, and KoMarketing, a B2B SEO agency, have released the 2015 B2B Web Usability Report: What B2B Buyers Want from Vendor Websites. The report, sponsored by BuyerZone, shows that a lack of critical information can hinder the B2B buying process. The report can be downloaded, without a form submission, from the KoMarketing website: http://www.komarketingassociates.com/b2b-web-usability-report-2015/
Survey findings indicate that while blogs and social media have some impact across the various stages of the B2B buying cycle, this impact is not as significant as marketers have assumed. Over a third of respondents (34%) indicated they don’t use blogs to aid them in their vendor discovery process; 38% indicated they don’t use social media for the same purpose. When asked if a blog or social media help establish a vendor’s credibility, 36% and 35% respectively replied “no.” Respondents also indicated that blogs and social media do not impact the buying process, with 46% stating the lack of a blog or social media isn’t a factor.
Survey data also shows that a lack of thorough contact information will cause buyers to leave a website as well as reduce the vendor’s credibility in the eye of the buyer. And, despite a tsunami of information regarding what comprises an effective B2B content marketing strategy, a huge disconnect still exists between the content vendors supply buyers on their websites and what buyers need to move forward with vendors.
“2015 marks the second year for our annual survey,” says Derek Edmond, Managing Partner for KoMarketing. “This year, we developed questions to help us understand what role blogs and social media play through the entire buyer journey. We were concerned that, with last year’s survey, we were ignoring how buyers find vendor websites. We believed blogs and social media do play a role in the discovery process. While this is true to some extent, what we’ve learned is that marketers need to integrate other channels into their marketing strategy. Otherwise, vendors will miss a wide range of opportunity if they rely solely on a blog or social media to deliver inquiries.”
The 27-page report includes data from over 35 survey questions and features seven key research findings, 18 data charts, and 24 key takeaways on how vendors can facilitate the sales process using their websites. To download the free report, visit: http://www.komarketingassociates.com/b2b-web-usability-report-2015/
The report was made possible by BuyerZone (http://www.buyerzone.com). BuyerZone, a Purch brand, helps simplify complex buying decisions by connecting buyers with quality sellers across hundreds of B2B products and services.
About Huff Industrial Marketing, Inc.
Founder and President of Huff Industrial Marketing (http://www.diannahuff.com), Dianna Huff helps small, family-owned industrial manufacturing companies market, grow and succeed. Since 1998 she’s created custom, strategic programs that combine traditional and new forms of marketing and PR for manufacturers across the U.S.
About KoMarketing
KoMarketing (http://www.komarketingassociates.com) is a B2B online marketing agency specializing in search engine, social media, and content marketing. Celebrating over ten years of client success stories, KoMarketing helps build the connections that drive B2B business results through highly customized marketing programs.
Casie Gillette, KoMarketing Associates, http://www.komarketingassociates.com/b2b-web-usability-report-2015/, +1 781-209-1989, [email protected]
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